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See Something – Say Something

September 3, 2012

A Customer Service Lesson – By Guest Writer – JoAnn Bedell

Do Your Customers “Say Something” when they “See Something”? Most of us have heard the expression “See Something – Say Something” and we relate it to a safety concerns . Well, what about in your business? Do you encourage your customers to “Say Something if they See Something”? Do you and your employees focus on the needs of your customers or potential customers to draw out what Customer Service concerns they might have that can negatively impact your bottom line?

A few years back I was looking to buy a car.  I had  just had surgery so I was on crutches, and my husband was with me.  The car was to be in my name, my credit was good, and I had a good job.  When I got to the dealer, we waited a long while before anyone even greeted us, mind you I was on crutches! When the salesman finally came out, he spoke only to my husband, like I was invisible.  I had already done homework and knew exactly what I wanted in terms of the model , the engine size, and the color. As I stated what I wanted, he continued to speak only to my husband.  That was when I decided we should leave.  I guarantee that salesman had no idea what was wrong because I was so aggravated I did not explain.  What happened there?  They lost a sale and they lost a potential lifetime customer because there was no opportunity to correct the problem. I didn’t say anything even though I saw a major customer service mistake. The salesman didn’t  pick up on my cues and didn’t encourage me to talk. I silently walked away.

Just recently, I did say something and there was quite a different outcome. I was ordering flowers from an online company.  I was guaranteed the flowers would be delivered the next day. When I checked out, I saw there was an extra delivery charge tacked on that I did not see on the web site when I was making my purchase. I decided to let it slide for the time being because I really wanted to make sure the delivery got to my friend.  The flowers were not delivered the next day, so I called the company and explained my disappointment and the unexplained delivery charge.   This company’s representative listened to me, encouraged me to keep talking and to say something! They offered an apology by sending a more expensive arrangement with a note to the  recipient that it was their error. And they gave me a $10.00 certificate for my next purchase.  What happened there?  Even though the representative didn’t want to hear complaints, she made sure I said something and took it as an opportunity to make a change and improve their service.

Studies show that if customers have a problem and it is corrected to their liking, they become a loyal customer. And, since it can cost five times more to obtain a new customer than to retain an existing customer, take the time to ask customers (internal or external) if they “See Anything” that needs to be changed in terms of your service and ask them to “Say Something”.  Seize the opportunity to prevent a silent walker and encourage the talker.